What is Brand Asset Management (BAM)? A definition

1. Brand Asset Management (BAM) consists of the organisation, storage and retrieval of important branding and marketing files along with their usage guidelines and brand standards.
2. Brand Asset Management (BAM) is also, a wholistic organisational approach, described by Scott M. Davis in his book titled, Brand Asset Management, as “a balanced investment approach for building the meaning of the brand, communicating it internally and externally, and leveraging it to increase brand profitability, brand asset value, and brand returns over time”.

The former (1) is a key ingredient in implementing the latter (2). Together they are a powerful force in building brand equity. 

A brand is an investment and in order to leverage, promote and protect it, the digital files (brand assets) that represent it need to be available to the right people at the right time. 

Brand Asset Management refers to both the technical and organisational tools needed to solve that problem.

Brand Asset Management (or BAM) is also often confused with Digital Asset Management (DAM). However Brand Asset Management is a subset of DAM and is only concerned with the digital assets that relate directly to the branding and marketing activity of an organization. 

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